Francesca Désulmé is a strategist at karmadharma with expertise in helping clients bridge the gap between business goals and marketing outcomes. She’s at the forefront of creative marketing tactics and data-driven insights, ensuring every campaign reaches its intended audience with measurable impact. Let’s explore how Francesca leverages Key Performance Indicators (KPIs) to optimize and elevate every campaign she touches.
The Importance of KPIs in Campaign Success
What Are KPIs?
Key Performance Indicators are the quantifiable measures that indicate whether your campaigns are hitting their targets. They guide every decision, whether it’s tracking conversions on a donation landing page or monitoring engagement on a social media post.
Why KPIs Matter
They help your marketing reach its goals. Without them, you’re executing tactics without knowing if you’re moving closer to your objectives. KPIs keep you aligned with big-picture goals, providing data that ensures
your strategy stays on course.
Francesca Désulmé’s KPI Strategy to Supercharge Campaigns
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Tailoring KPIs to Each Client Francesca builds KPI frameworks around each client’s unique objectives and circumstances. If a non-profit wants to boost donations, KPIs revolve around landing page visits and conversion rates. If a brand aims to increase awareness, impressions are the focal point. By customizing KPIs, Francesca ensures every metric tells a meaningful story. Campaign Example During a critical October-to-December giving season—traditionally the most important fundraising time—Francesca launched a campaign designed to increase both awareness and conversions, specifically driving donations. karmadharma crafted visuals, honed the messaging, and directed traffic to a storytelling-focused landing page optimized for conversions. Midway through the campaign, real-time KPI monitoring indicated strong audience engagement: website visits surged, and social ads prompted clicks, comments, and shares. While there was no immediate day-to-day donation data, these early insights validated the creative and targeting efforts. At the end of the campaign, a deeper look revealed donations surpassed results from the previous five years.
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Several factors contributed to this success:
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A more strategic approach to ad spend, reallocating the budget to demographics and channels that were performing best.
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Refining the messaging to resonate with the audience’s motivations.
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A landing page with a seamless user experience, making it easier for visitors to transition from awareness to action.
Real-Time KPI Monitoring and Adjustments
A key element of Francesca’s approach is keeping a constant pulse on performance. She leverages analytics tools and dashboards to monitor KPIs in real-time, ensuring she can spot emerging trends or shortcomings early on.
Agility in Campaigns
This real-time lens allows for swift course corrections. If awareness is high, but conversions lag, Francesca might tweak the landing page or refine targeting. By reacting quickly, she keeps campaigns from going off track. This agility ensures every campaign remains fine-tuned, ultimately improving outcomes.
Key KPIs That Drive Campaign Performance
Reach & Impressions: How many people are seeing your content.
Engagement Rates: Likes, comments, and shares reveal how actively audiences interact with your brand.
Conversion Rates: How effectively you’re turning interested viewers into donors, customers, or subscribers.
Customer Acquisition Cost (CAC): Measures how cost-effective your efforts are in gaining new customers.
ROI (Return on Investment): The financial return of your campaign relative to its costs.
The Power of Measuring What Matters
For Francesca, KPIs are a north star. There’s no guesswork, only data-driven insights to make decisions. KPIs show where to push harder, where to pivot, and when to celebrate a job well done.
Francesca Désulmé ensures marketing dollars are spent wisely. Every piece of content is purposeful, persuasive, and aligned with business objectives. She interprets KPIs into engines that drive performance. Every adjustment is guided by insights that elevate results and deliver measurable success.
